How Supreme Built A Billion Dollar Brand Empire

Apparel brand Supreme started as a small and edgy New York City skateboard shop in 1994, and with word of mouth marketing and a product-scarcity strategy, it has grown into a global brand with a cult following and a billion-dollar valuation.

Since its conception in 1994, underground streetwear brand Supreme has transformed from a small indie skateshop in New York to a $1 billion global company with a massive following. Some have equated Supreme’s success to the scarcity in its supply, often creating spiraling lines of people camping out in lawn chairs all night, making their items skyrocket in resale value with quadruple-figure price tags.

Founder James Jebbia initially justified their limited supply as a way to avoid leftover items that no one wants, however this has strategically resulted in instant sellouts when new product lines are released. Desperate for apparel ownership, Supreme’s cult-like following of "hypebeasts" has purchased every obscure accessory from fire extinguishers to nunchucks and crowbars creating a global phenomenon that is attracting copycats and underground resellers.

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How Supreme Built A Billion Dollar Brand Empire

[Scholarvine]

This video is a disappointment because you’re basically telling us what we already know. Yes supreme only drops on Thursdays and has an insanely dedicated audience. But how did it all start? When did they first go viral? 2012? 1996? What played a part in their initial success? How much were they retailing for at first? What celebrities help create a buzz for the brand initially?

Smh, this video just flops.

[camilogomezkeep]

This brand is the perfect example on how society values something ordinary.

[adamtrew]

Supreme mastered the power of marketing.
I wish I had a company like this

[shawnmoney]

I think this is about 3 years too late.

[IqraKhan-vclo]

As a millennial I'm waiting for natural selection. Imagine telling your kids you dropped a $100 on a brick with the words "supreme" on it...yikes

[stAma]

This is the most depressing thing I've ever seen

[hampaw]

So SUPREME hate fakes but can uses someone art design.

[amigillo]

ChinaTown seen to have an unlimited supply of products lol

[Iifeandmoney]

I want to see a documentary of fools bought this brand with regrets on their faces now that the hyped died down😂

[Brian-jpwt]

Saying supreme doesn’t do marketing is stupid.
All these celebrities and Kanye west wearing it is all the marketing they need. That’s the way to market.

[williamwilson]

Remember Beanie Babies? You don’t have to be good, just know how to influence the moronic Masses.

[nickylarson]

Supreme logo looks like the brand of my cheap local supermarket. Never understood how people want to buy this?!

[kevjmu]

Low quality shirts which cost $2-3 selling for $32 and reselling for over >$100. Don’t believe the hype 👎

[alystdesign]

this is also the reason why branding is powerful. sometimes, people don't know they're buying something that is made cheaply but sold at an expensive price. they would buy anything with that "Supreme" logo attached to it.

[mikegeorge]

How can a species be so smart to where they can split the atom, walk on the moon, and etc, but also be so stupid and foolish at the same time... We are an amazing creature 🧐😂😂

[seanc]

You can make a custom shirt exactly like this for under 10$.

[SeaJayBelfast]

I thought the whole Supreme thing was over

[poodudeelite]

consumerism at it's most extreme.

[oscarrimore]

Guy: I would never wear a fake, I don’t even wanna see a fake

Also Guy: Artists copy other artists so it is what it is

[ridafatima]

Supreme: literally red box logo with white text.
9:35
Guy: supreme is literally pushing the limit and defining street fashion.
I wish I get a partner half as loyal as these Hypebeasts are to supreme